Arguably one of the most competitive categories globally, cosmetics in China is a fierce battle for the globe’s ‘spendiest’ consumers – Chinese female shoppers. To maintain relevance with locals, brands must ensure they are at the ‘top of their digital game’.

In this best practice report, we provide examples of three brands that have used digital to successfully launch new cosmetic products in China. Through three unique approach, each international brand created awareness, built engagement and created a context for consumers to trial/adopt new products.